Some big marketing news is CVS’s change in their marketing and promotional displays. Now there is a recent ban that the nation’s largest drugstore chain has put on manipulated photos in their cosmetics department. According to the article, 80% of CVS’s customers are women, and, with 9,600 stores nationwide, they have a significant control over the cosmetics industry in America. The company’s President, Helena Foulkes, has cited the reasoning for the ban to be concerned with how digitally altered marketing images affect women’s self-confidence. For the other brands that the store carries, the images will include an icon that states “digitally altered”. Images that haven’t been edited will get the “CVS Beauty Mark” to inform shoppers of their authenticity.
This shows a significant change in the tactics of CVS’s marketing mix. By changing their promotional material to be more realistic and to serve their customers better, they are adjusting their philosophy to be centered around honesty and the mental health of their shoppers. This shows that they have evaluated their customers to see how they truly feel about the interaction being done in CVS. Some statements from Foulkes, as well as from Jennifer Berger, executive director of San Francisco-based women’s empowerment group About-Face are valuable, who stated that “The culture has been just totally awash in these idealized images of women,” Berger said. “It makes us ashamed of our appearance so companies can sell their products.” Foulkes also added that the brands that CVS sells, such as Revlon, are on board with the decision. Revlon North America President John Collier said” Revlon and all of the brands in our company’s portfolio support CVS’ mission to present positive and authentic images of women that reflect their individual characteristics and personal distinction”. She adds that there is a new mindset for companies encouraged by recent focus on empowering women.
This change is also financially sound for CVS, as their traditional cosmetics sales have been down, while young, startup cosmetic brands that focus on all-natural ingredients and have progressive marketing ideals have skyrocketed. By initiating this change, CVS is improving their relationship with their customers and forming strong relationships in this new era of marketing. They are identifying their position in the cosmetics market as a company who sells wholesome images to their customers in order to serve them most effectively.